What is Freudian Motivation Theory?Freudian motivation theory was developed by Sigmund Freud. This theory studies how unconscious desires motivate and shape the behaviors of individuals. That is, it studies how psychological forces that are unconscious influence the behaviors of individuals. Show Freudian motivation theory maintains that the desires and emotions of individuals or consumers shape their behaviors. This theory is mostly used to describe the buying preferences of consumers and how they are dictated by unconscious motives and desires. Back to: BUSINESS MANAGEMENT How does Freudian Motivation Theory Work?Practitioners in the sales and marketing discipline also use the Freudian motivation theory to determine the types of goods to market or sell to certain consumers. According to Freud's theory, there is a connection between the attributes of a product and the emotions of consumers. There are certain products with the capability to trigger emotional responses from consumers, such products sell more because they appeal to the unconscious desires and emotions of consumers. Freud's theory also posits that the visual, tactile and auditory qualities of a product can remind individuals of past events, which then motivate them to make purchase decisions. Sigmund Freud divided the human psyche into two parts; the conscious and the unconscious mind. While the conscious mind reflects in the thoughts, feelings, and perceptions of individuals, the unconscious mind reflects through innate instincts. the driving force within individuals that impels them to act circumstances or things that are wanted or required, and therefore direct the motivational forces the inner psychological characteristics that both determine and reflect how we think and act communicating human features of a brand in advertising needs that sustain physical existence, e.g., food, water, air, protection of the body, and sex motivational forces that are learned from our parents, social environment, and interactions with others sought after outcomes of motivated behavior positive outcomes that people seek negative outcomes that people want to prevent the feeling that results from failure to achieve a goal cognitive and behavioral ways of handling frustration in order to protect one's self esteem Maslow's hierarchy of needs theoretical framework consisting of five levels of human needs, which rank in order of importance from lower-level (biogenic) needs to higher-level (psychogenic) needs The ___ theory states that individuals seek to satisfy lower-level needs before higher-level needs Maslow's hierarchy of needs Maslow's hierarchy of needs: order of needs (from least important to most important)
research designed to uncover consumers' subconscious or hidden motivations in the context of buying and consumption ___ is a "term of art" that refers to qualitative studies conducted by Dr. Ernest Dichter in the 1950s and 1960 a research tool requiring respondents to interpret stimuli that do not have clear meanings, with the assumption that the subjects will "reveal" or "project" their subconscious, hidden motives into (or onto) the ambiguous stimuli a theory maintaining that unconscious needs or drives, especially biological and sexual ones, are at the heart of human motivation and personality assumes that, in addition to Freud's concepts, social relationships are crucial factors in the development of personality measures the extent to which individuals are Compliant, Aggressive, and Detached consumers who are open to new ideas and are among the first to try new products, services, or practices a personality trait representing one's degree of cognitive rigidity - the opposite of being open-minded - toward information and opinions contradictory to one's own consumers who rely on their own inner values and standards in evaluating new products, and are also likely to be consumer innovators consumers who look up to others for guidance as to what is appropriate or inappropriate and are unlikely to be consumer innovators an individual's pursuit of differentness relative to others that is achieved through the acquisition of consumer goods in order to enhance one's personal and social identity optimum stimulation level (OSL) a personality trait that reflects the degree to which a person likes novel, complex, and unusual experiences (i.e., high OSL), or prefers simple, uncluttered, and calm existence (i.e., low OSL) a personality trait that leads consumers to prefer variety, that includes exploration of new brands and novel ways of doing things a personality trait that reflects a person's craving for or enjoyment of thinking people who respond favorably to verbal messages and pay less attention to visual and pictorial messages people who respond favorably to visual and pictorial messages and pay less attention to verbal messages a personality trait that gauges the extent to which an individual is preoccupied with the purchase and display of non-essential and often conspicuous luxury goods a personality trait representing one's tendency toward buying or not buying foreign-made products assigning human characteristics to an object communicating human features of a brand in advertising how people perceive themselves the process by which individuals select, organize, and interpret stimuli into a meaningful and coherent picture of the world; can be described as "how we see the world around us" the process by which a company strategically changes the distinct image and identity of its products, services, and brands the immediate and direct response of the sensory organs to stimuli any input to any of the senses the lowest level at which an individual experiences a sensation; the point at which a person can detect a difference between "something" and "nothing" getting used to high levels of sensory input and therefore less able to notice a particular stimulus differential threshold / just noticeable difference (JND) the minimal difference that can be detected between two similar stimuli a situation that occurs when the sensory receptors receive stimuli that are beneath the person's conscious awareness (i.e., the absolute threshold) consumer's heightened awareness of stimuli that meet their needs and interests and minimal awareness of stimuli irrelevant to their needs a cognitive activity occurring when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place an element of perception that describes the interrelationship between the stimulus itself (i.e., figure) and the environment or context within which it appears (i.e., ground) a form of promotion where marketers "disguise" promotional cues by integrating products (i.e., "figures") into TV shows, films or other entertainment content (i.e., "grounds"), or building entertainment content around products
physical characteristics of the product itself, such as size, color, flavor, or aroma characteristics that are not physically inherent in the product, such as packaging, price, and promotions
consumers' perceptions of all the components of products, services, and brands, and how consumers evaluate the quality of marketers' offerings price-quality relationship a situation occurring when consumers rely on prices as indicators of product quality and view more expensive products as having higher quality and value
What are the two groups that SERVQUAL scale dimensions are divided into?
institutional advertising advertising that promotes a company's overall image without referring to specific products the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions The types of perceived risks:
high-risk perceivers who prefer to limit their choices to a few safe alternatives rather than face the consequences of a wrong decision low-risk perceivers who prefer to choose from a wide range of alternatives because they would rather face the consequences of a wrong decision than limit the number of alternatives from which they choose constructing a maplike diagram representing consumers' perceptions of competing brands along relevant product attributes Perceptual maps show marketers: 1) how consumers perceive their brand in relation to competition 2) determine the direction for altering undesirable consumers' perception of their brands 3) find gaps, in the form of "un-owned" perceptual positions, that represent opportunities for developing new brands or products According to Maslow, ___ are the first and most basic level of human needs. Two people driving together may spot a billboard at different times. This means they have different ___. From a marketer's perspective, ___ involves obtaining the desired result from using a particular product or service. Unfilled needs lead to ___, which spurs learning. ___ are considered high-involvement, so they are processed by the brain's ___ side. Print advertisements; left The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli. Motivation is produced by a state of tension, which exists as the result of ________. A negative goal is one from which behavior is directed away, and is often referred to as a(n) ________. Francis gets a free sandwich after she purchases nine sandwiches at Subway. This is an example of a ________ reward schedule. Consumers are more likely to view price as an indicator of quality if ________. they have little information to go on If Sarah has a cold and takes Advil, and her cold goes away, increasing the likelihood she will take Advil if she has another cold, the removal of the unpleasant stimulus (the cold) is an example of ________. Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is seeking to minimize consumers' perception of ________. If Mark wants an immediate impact as he introduces his product, he should use ________; if he wants long-term, regular buying behavior, he should use ________. massed learning; distributed learning According to Maslow's hierarchy-of-needs theory, the need for ________ refers to an individual's desire to fulfill his or her potential. There are two different theories on how people learn - the ________ theories and the ________ theories. Which of the following was demonstrated by Ivan Pavlov? Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality. unconscious needs or drives When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine PocketPacks, a solid form of the product, it was an example of a ________. ________ strategies are designed to distinguish a product or brand from that of competitors on the basis of an attribute that is relevant, meaningful, and valuable to consumers. If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually, the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________. The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place. Uncovering ________ is the primary objective of marketers as they seek to teach consumers how they can fill their needs by buying certain products and brands. According to Freud's theories, the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction. ________ is the stage of real memory in which information is processed and held for just a brief period. Alfred Adler, a neo-Freudian theorist, believed that ________. human beings are seeking to attain various rational goals, which he called style of life ________ is a statement or slogan that describes a company's character without referring to its specific branded products. The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered. ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment. If a cell phone company, Mobile Power, offers a warranty on their phones as an assurance their phones will perform as expected, it is likely an attempt to help mitigate consumers' perception of ________. Increasing prices below consumers' JND is likely to go unnoticed by consumers. The process by which we recover information from long-term storage is known as ________. Needs that we learn in response to our parents, social environment, and interactions with the environment are called ________ needs.
________ is the customer's view of the value that he or she receives from the purchase. ________ refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs. ________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior. Neo-Freudian theorists believe that ________. social relationships are fundamental to the formation and development of personality ________ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions. The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________. The physiological needs for food, water, and air are called ________ needs. Which theory assumes that learning takes place as the result of responses to external events? The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds. What is an illustration of a price discount that would be viewed as most favorable given the "right side effect"? a discount from $22 to $21 Jenna buys a pair of sought-after, vintage Levi jeans to enrich her self-image. Which of the following is NOT one of the ways the possession of the vintage jeans might be viewed as an extension of the self? by feelings of immortality actually ideally symbolically by conferring status or rank the process through which consumers acquire knowledge from experiences with products and observations of others' consumption, and use that knowledge in subsequent buying applying one's past knowledge and experiences to present circumstances and behavior stimuli that direct motivated behavior
reaction to a drive or cue
behavioral learning (stimulus-response learning) the premise that observable responses to specific external stimuli signal that learning has taken place
when consumers hear the brand name and brand message over and over within a period of time responding the same way to slightly different stimuli additions of related items to an established brand because they are likely to be adopted, since they come under a known and trusted brand name offering the same product in a different form but under the same brand marketing a whole line of products under the same brand name, which is a marketing application of stimulus generationalization contractually allows affixing a brand name to the products of another manufacturer applications of stimulus generalization:
What is Freud's theory of motivation?Freudian motivation theory posits that unconscious psychological forces, such as hidden desires and motives, shape an individual's behavior, like their purchasing patterns. This theory was developed by Sigmund Freud who, in addition to being a medical doctor, is synonymous with the field of psychoanalysis.
What was Sigmund Freud's theory of the unconscious?According to Freud (1915), the unconscious mind is the primary source of human behavior. Like an iceberg, the most important part of the mind is the part you cannot see. Our feelings, motives and decisions are actually powerfully influenced by our past experiences, and stored in the unconscious.
What is unconscious motivation in psychology?in psychoanalytic theory, wishes, impulses, aims, and drives of which the self is not aware. Examples of behavior produced by unconscious motivation are purposive accidents, slips of the tongue, and dreams that express unfulfilled wishes.
What is drive motivation theory?According to the drive theory of motivation, people are motivated to take certain actions in order to reduce the internal tension that is caused by unmet needs. For example, you might be motivated to drink a glass of water in order to reduce the internal state of thirst.
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Is based on the premise that unconscious needs or drivers are at the center of our human motivation?
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